Webcast
FREE 9 min
FULL 33 min

Rethinking the agency role
in B2B marketing

In this webcast, James Gill explores how B2B agencies and marketing teams can create greater value in an increasingly complex environment. He discusses the evolution of agency models, the role of first-party data, the importance of distinctive content, and why long-term growth depends on strong relationships, audience understanding, and a human-first approach to AI
James Gill
Global Managing Director, Beettoo

What you will learn

How the role of B2B agencies has evolved over the past five years, and how they can articulate their value in complex, long B2B sales cycles
How performance data should inform creative and media decisions, and how marketers can move toward more data-informed decision-making
What opportunity the demand for valuable content creates for brands, and how content performance should inform refresh, repackaging, and amplification decisions
Why aligning paid media and content matters, and which internal capabilities marketing teams and agency leaders should prioritize to future-proof long-term growth

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper




INFUSE CLIENTS & PARTNERS

Full 33-min webcast

The complete session including the evolution of B2B agency models, articulating agency value in complex sales cycles, performance data in creative and media decisions, content strategy and optimization, paid media and content alignment, capability-building for long-term growth, and practical guidance for future-proofing agency partnerships
James Gill
Global Managing Director, Beettoo

Expert

James Gill is a B2B marketing leader with more than 27 years of experience. As Beettoo’s Global Managing Director, he guides teams in developing world-class media and content strategies that help B2B companies achieve their growth ambitions. Passionate about data and AI, James delivers impactful marketing, operational excellence, and lasting client relationships

Who is this for?

B2B marketing leaders and agency partners who want a clear-eyed perspective on how agency value is changing – and practical guidance on building the data-informed, content-driven capabilities that support long-term client relationships and measurable growth

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